How do you build a training program that truly works? Hire the right people first.
REAL Trends’ Steve Murray has a knack for taking high-level concepts and breaking them into simple, easy-to-understand language that drives the overall strategy and operations for some of the largest real estate companies in the world. If you were to ask him, what makes a successful real estate brokerage today, he would say you need three things. You must be strong at recruiting top talent, sound with your strategic decision-making and the best at developing your people.
Training and development. Professional development. Performance improvement—whatever you want to call it. This is an area where consumers expect perfection, brokerages do what they can to support it, and brokerages rarely, if ever, measure the impact the training function has on key performance indicators. This is one of many reasons for why real estate training has turned into the Wild, Wild, West and hopeful with a little attention, love, and guidance; we can corral the industry into a better place than we left it. Let’s talk about these issues around training so that you can invest wisely into tooling your team to outperform the competition.
For example, a training class can be repurposed into a recruiting event, a private live-stream video to agents can be recorded for future playback on the company Intranet or posted to Facebook Live. The video can be transcribed and repurposed into a blog or policy manual. Implementing a geometric approach would hit more key performance indicators than one-off training ever could. The challenge is never the technology. It’s getting buy-in and collaboration at the top so that marketing, IT and education play nice.
Real estate brokerages don’t need more training. Ok, if you are talking about high-level knowledge sharing and collaboration and call that training, then fine. Training is always my last recommendation to any real estate brokerage, because if you have the wrong people using the wrong systems with outdated policies and procedures, then training on that broken environment will always be a waste of money. The same goes for technology. You don’t need more technology. You need the right people and culture first. There seems to be a massive perception gap of what the leaders in this industry say about their training vs. the impact training has on their organization.
Author Bio: Doug Devitre is a technology marketing, productivity and sales performance coach. He was named the University of Missouri-Columbia Business School Entrepreneur of the Year, National Association of Realtors® Business Specialties Hall of Fame Educator and is a Certified Speaking Professional of the National Speakers Association. He is also the author of Screen to Screen Selling: How to Increase Sales, Productivity, and the Customer Experience with the Latest Technology, published by McGraw Hill October 2015. Learn more at http://treef.dougdevitre.com
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